IPG Lands $5m Shanghai Tower Marcomms Assignment
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IPG Lands $5m Shanghai Tower Marcomms Assignment

A Chinese skyscraper that is set to be the world’s second-tallest building is to enlist Interpublic Group to oversee its marketing communications.

Arun Sudhaman

SHANGHAI--A Chinese skyscraper that is set to be the world’s second-tallest building is expected to enlist Interpublic Group agencies to oversee its marketing communications.

The Holmes Report understands that the Shanghai Tower, which is due to launch in 2014, has selected an Interpublic Group (IPG) team featuring Futurebrand, Lowe and Weber Shandwick for an assignment estimated to reach as much as $5m in fees.

After considering proposals from several holding groups, IPG is thought to have prevailed in a two-way pitch against WPP, and is currently negotiating contracts with the building’s owners, Shanghai Tower Construction and Development.

At 632m, the Shanghai Tower will become China’s tallest building upon its launch, surpassed only by Dubai’s Burj Khalifa. The 121-storey skyscraper is located in Shanghai’s financial district, and will be flanked by two other super-tall buildings: the Shanghai World Financial Center and the Jin Mao.

The three-year assignment is understood to cover domestic and international markets, and will begin with a focus on business-to-business, in a bid to build awareness among commercial audiences and attract tenants. Eventually, said an executive involved in the pitch, it will widen to include community relations, public affairs and extensive consumer and launch marketing.

Unsurprisingly, the scope of services is broad, encompassing marcomms activities such as branding, public relations and advertising.

The Shanghai Tower is designed by American architectural firm Gensler, and has already been awarded a gold pre-registration certificate by the US Green Building Council, because of its numerous sustainability features.

Representatives from Shanghai Tower and IPG declined to comment.  

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